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--- changing_society [2019/04/23 10:39] – [Changing behaviour] rcastano
+++ changing_society [2021/08/04 06:11] (current) – external edit 127.0.0.1
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 ===== Changing individuals =====
-Fortunately, changing the behaviour of large numbers of individuals is not as mammoth a task as it appears. In fact, usually only a small minority (up to 10%) need to be sufficiently persuaded in order to influence the whole group. This is due to our innately social cohesive nature.
+Fortunately, changing the behaviour of large numbers of individuals is not as mammoth a task as it appears. In fact, usually only a small minority (up to 10%) need to be sufficiently persuaded in order to influence the whole group. This is due to our innately social cohesive nature. ((Diffusions of Innovations Theory, Principles and Practice by James W. Dearing and Jeffrey G. Cox. [[https://www.researchgate.net/publication/322941167_Diffusion_Of_Innovations_Theory_Principles_And_Practice|Link]].))
 We are given to being influenced by trends, thought leaders and each other. By and large we like to copy each other as it reinforces our status as part of the wider community. This is how we see widespread adoption of fashion, music or toy trends - through the //virality// of social forces.